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dobney.com - Market research - content area

Market research services

Sharing knowledge and understanding is core to good research practice. Listed below are our main focus areas for market research, but our approach to market research and marketing insight is holistic, bringing in data from multiple sources, and using multiple research techniques in order to model and solve the business problem.

For help and advice on carrying out any research projects on-line or off-line or how to get more insight from your research contact info@dobney.com

Market sizing and segmentation

Market segmentation Market sizing and segmentation is the bedrock for marketing strategy. Who is in the target market? How many potential buyers are there? How do they divide into different addressable groups? How many do they buy? How much will they spend? Which product will they choose?

We design segmentation research that often encompasses existing data and databases, qualitative research to identify potential dimensions, and quantitative research with statistical techniques to build, validate and model segmentation for ongoing business use.

Conjoint analysis

Conjoint analysis to optimise features Conjoint analysis is used to optimise products and services to market needs by quantifying how features and price drive customer choice, measuring trade-offs between features and price.

Our conjoint solutions range from choice-based conjoint (CBC) to more involved adaptive conjoint designs to fully custom design conjoint and trade-off research using fully customised methodologies. Our section all about conjoint analysis explains in detail what it is, and how it works. We have published and presented papers on conjoint analysis techniques at conferences and in the International Journal of Market Research.

Pricing research

Pricing research and price optimisation Pricing research shows how demand varies by price, in order to optimise product and service prices. We calculate willingness to pay for different prices, and relate it to what drives customer value.

Pricing research is an essential tool for businesses using value-based pricing where understanding price elasticity allows the business to optimise its pricing strategy and to focus development on the areas that have most value to customers. Our section on pricing research techniques explains how it works.

We design specific pricing research approaches to capture different pricing strategies - such as subscriptions or one-time payments or price configurations to enable businesses to plan and structure their pricing approach and strategy.

Brand equity and brand value

How much do customers love your brand? How much is your brand worth? How much does your brand contribute to purchase? What are the key elements of your brand that drive customer interest, engagement and value?

A brand is more than just a name, it brings promises and expectations for customers that have to be clearly understood and supported in the business.

Brand equity research measures establishes what drives brand strength and how customers value a brand in terms of financial goodwill, focusing on how the brand is perceived, and how it contributes to sales, customer desires and satisfaction.

Customer satisfaction and NPS

Customer satisfaction - getting it right for customers Customer satisfaction is about discovering how well the product or service customers receive matches with expectations, and whether those products and servers are good enough to be recommended to friends or colleagues.

Our bespoke customer satisfaction programmes are deliberately designed to be lightweight for customers - fast, quick and easy to complete, while giving space for customers to provide the detail they feel is relevant.

Options include NPS (Net Promoter-type scores), lightweight menu-based CSat, and win-loss analysis for key account management, and can be carried out as periodic or event-driven solutions with automation and direct integration into dashboards and reports.

Marketing & advertising effectiveness

Advertising effectiveness and reaching the right target How cost effective is your marketing? Should you be spending more, or spending better? While behavioural measures like click-through and conversion can be easily tracked, the power of advertising to affect branding and customer consideration requires more holistic measurement and testing.

Advertising and marketing effectiveness research calculates not just impact on sales, but also how much advertising and marketing is influencing measures like awareness, consideration and brand strength, particularly for marketing where a complex mix of marketing activities is in play.


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